With the arrival of Mother’s Day, the retail sector is gearing up to capitalize on one of the most profitable dates of the year. To stand out amidst the competition and boost sales, technologies like Artificial Intelligence (AI) and Robotic Process Automation (RPA) can be powerful allies. “AI allows companies to deeply understand their consumers and act with precision, while RPA ensures automation, agility, and efficiency behind the scenes,” says Norberto Bertoni, Head of the Business Unit at SIS Innov & Tech, a company specializing in technological intelligence for innovation and digital transformation.
AI has the potential to transform sales strategies by accurately predicting demand for certain products based on historical data and behavioral patterns. This helps retailers better plan their inventory, avoiding shortages or excesses during peak periods. Another advantage lies in personalized recommendations, which increase conversion chances by offering exactly what the customer is looking for. “AI enables personalization at scale, creating targeted campaigns that speak directly to each customer profile. This makes the efforts much more effective,” he explains.
While AI operates on the strategic front and consumer experience, RPA steps in to ensure operational efficiency. From automatic order processing to real-time inventory monitoring and promotion implementation, this technology guarantees a smooth and uninterrupted shopping journey. The automation system excels at simplifying and speeding up processes while reducing operational time.
The synergy between the two technologies can amplify results. AI analyzes consumer behavior, segments audiences, and suggests the best offers, while RPA automates the execution of these actions, such as sending personalized promotional campaigns. Then, AI assesses performance in real time and adjusts strategies as needed. This combination enables more assertive communication with consumers—delivering the right messages to the right customers at the right moment.
Beyond boosting sales, automation reduces operational costs and enables more efficient operations. Repetitive tasks are completed faster and with fewer errors, improving team productivity and optimizing company resources.
Adopting these technologies, however, requires preparation. Challenges such as integration with existing systems, the quality of available data, and employee training must be evaluated to ensure successful implementation. It’s also essential to prioritize customer data security, especially during high-demand periods. “Data security and ethical technology use are not optional. They are prerequisites for maintaining consumer trust,” warns the SIS Innov & Tech expert.
In the future, these technologies are expected to become even more integrated, allowing retailers to offer increasingly personalized shopping experiences and operate with greater agility and precision in response to market changes. To achieve this, merchants must cultivate a culture open to innovation, continuous learning, and responsible data use. “Those who can harness data responsibly and efficiently will not only sell more but also build lasting relationships with their customers,” concludes Bertoni.
